The Industry is Resilient: A Message from Gina Rivera

My Dear Stylist,
Today I write to each of you in a far different situation than I have previously. While the world is changing quickly and we are facing some challenges, I want to remind you that now is the time to maintain a positive attitude, hold your head up high, and utilize any extra time in your schedule to reevaluate your business and work at creating new opportunities. I want all my fellow stylists to stay calm, be positive, and reassure your clients that we will navigate through this time.
Please know, I am not down-playing fears that you may have. However, recently my Dad, a stylist for 59 years, reminded me that he has been through seven recessions and 20 global events during his career that were supposed to destroy everything. He went on to explain that clients will always return and the industry will prevail.
The great thing about this business is that it’s recession-resistant. The Salon Industry is one of the oldest industries on the planet, and we have the privilege to make people look and feel beautiful as well as provide comfort in an uncomfortable time.  These are services that will always be in demand.
Even on days you feel uncertain, put a smile on your face, and assure your clients that you will be there when they come back and see you. Keep focus on rescheduling and the resilience of the industry. If you are having to take time off, utilize the extra hours to obtain some additional training. There are some great tutorials online and I will also be offering educational webinars with my Artistic Team that you are all invited to attend. Watch on the Phenix Facebook page for the specific dates of the webinars.
In addition, though we are unable to host Gina’s Education Experience convention this year, we will be hosting Gina’s Summit in smaller regional venues around the country. These will be extraordinary educational events with some top-shelf educators paired that will be paired with intimate social events with my team. It’s going to be a wonderful opportunity for me to get to know some of you on a one to one basis.
So, take the time now to evaluate your business. Maybe some of the services that you offer are out of date. What about your social media? Is it set up? Create some content and schedule it for months go come. Or, perhaps you would like to retain more of your revenue so you may want to look at the product lines you are carrying. You  may also want to offer some special deals and let clients know that they can get a special discount for doing so.
Most important, focus on the good that life has to offer and all of God’s blessings. We’re going to get through this and come out stronger on the other side, I promise.
Blessings,
Gina Rivera
Beauty Expert